Micro-Influencers on Instagram and other social media are the folk’s brands should be doing business with. Their engagement is pretty high, they are usually very knowledgeable about their industry and they genuinely want to connect with all their followers. This is the case of Karen G the girl behind @litenup_ on Instagram. Although she does not have 10’s of thousands of followers, should not take away from her passion for the cigar industry as well as her years of knowledge about the leaf. Take a moment to check out her interview with us and give her a follow.
Karen, we like to kick things off with you telling us a little about yourself.
KG: I’m 25 years old and based out of Chicago at the moment. I have too many Dupont lighters and spend way too much time on Candy Crush.
How long have you been smoking cigars? Do you remember your first cigar and what were the best and or worst things about that moment?
KG: I’ve been smoking cigars pretty much right since I turned 18 – so it’s been about seven years now. I remember one of my friends suggested stopping by this shop close to where we grew up as kind of this ‘cool 18-year-old’ thing we could do.
My first cigar was an Ashton VSG Eclipse, and I remember this super clearly because I chose it because it comes in this pretty black tube (LOL and I would like to say I have better reasons now when it comes to choosing cigars). The best thing about those first moments was just the smell of cigar smoke. And the worst thing… well I came from smoking cigarettes so it was choking on lungfuls of smoke until I figured out how to actually smoke a cigar.
Everyone starts somewhere! What is your favorite thing about the cigar industry that draws you in?
KG: I think my favorite thing is the amazing people that I’ve been able to meet through cigars. There’s just this camaraderie between people who genuinely appreciate this industry that I really haven’t seen anywhere else. I’ve met some of my best friends through cigars and we do everything from solving the world’s problems to sitting next to each other in silence while smoking.
Women make up 50% demographics of our society, yet it still seems that both tobacco (particularly cigars) and spirits are still targeted more towards men by the brand ambassadors. What can the cigar manufacturers and brand ambassadors do to grow their female base?
KG: So I’m a little biased cause I’m a millennial who spends way too much time on Instagram, but I think in this digital age, the easiest way to reach more women is through social media. I’ve noticed so many amazing and inspirational women who are deep into the cigar world who I would love to smoke with and I think that’s the easiest and most organic way to grow their female base.
What is your favorite cigar and why?
KG: Ugh, this one is always super hard. I think at the moment it’s the Padron 90th Maduro. It’s just such a great cigar with this super-rich and earthy flavor and the construction has been flawless on every single one I’ve smoked. I think I literally smoke one of these a day.
Top 5 cigars you’ve smoked and absolutely fell in love with:
KG: I’ve already mentioned the Padron 90th Maduro, so the next five are:
- Davidoff Diademas Finas
- Padron Millenium Maduro
- Davidoff Seleccion 702 from 2009
- Davidoff Chef’s Edition 2018
- Davidoff Year of the Sheep
Some really solid choices there. So when it comes to brand awareness, what are the cigar brands and retailers doing wrong when it comes to marketing to women?
KG: I think a lot of tobacco and spirits companies are focused on showing how men can have a good time and women are usually kind of just shown as an accessory to a good night rather than being the ones having fun. Women smoking cigars are usually portrayed as these absolute bombshells and I think if cigar brands and retailers wanted to appeal to more women, they should show that smoking a cigar can be as easy and cathartic as cracking a bottle of wine and watching Netflix all night.
Has your life changed in any way because of Instagram?
KG: Honestly, not really. I need to remember to take a picture of what I’m smoking nowadays, but other than that I’m still just smoking what I love with the usual good company.
What do you think cigar brands need to know about women who smoke cigars?
KG: For me personally, I just want to be treated like the next person who appreciates good cigars. I don’t need to be directed towards milder smokes and/or flavored cigars or even really singled out as a ‘woman who smokes cigars’. I’ve spent enough time surrounded by the cigar industry to know what I’m talking about (usually…) and am here for a good time like everyone else!
When it comes to cigars do you lean more towards the classic Cubans or do you like the bolder fuller flavors that come from Dominican and Nicaraguan leaf?
KG: As much as I appreciate the distinct Cuban flavor, I’m always going to be a fan of richness and earthiness. My top 5/6 cigars are all Dominican or Nicaraguan and I don’t think that’s going to change anytime soon!
Is there anything else you’d like to share with our readers?
KG: Come stop by my Insta and say hi! I love nerding out over good cigars and am a closet nut for any cigar that’s old, rare, or weird. I’ve met so many good and interesting people over cigars and it’s been a really good time.
